2019 B2C Research-FINAL-PDF-12 10 18 PDF

B2C
CONTENT MARKETING 2019

Benchmarks, Budgets, and Trends
TABLE OF CONTENTS
m WELCOME................................................................................................................................................................................................ 3
m KEY FINDINGS.......................................................................................................................................................................................... 4
m OVERALL SUCCESS.................................................................................................................................................................................. 7
m MATURITY................................................................................................................................................................................................ 8
m COMMITMENT.......................................................................................................................................................................................... 9
m STRATEGY & OPINIONS.......................................................................................................................................................................... 10
m TECHNOLOGY USE & PROFICIENCY....................................................................................................................................................... 14
m AUDIENCE RESEARCH & NURTURING.................................................................................................................................................... 18
m CONTENT CREATION & DISTRIBUTION.................................................................................................................................................. 22
m BUDGETS & SPENDING.......................................................................................................................................................................... 30
m GOALS & METRICS.................................................................................................................................................................................. 33
m CONTENT MARKETING ISSUES OF IMPORTANCE................................................................................................................................... 37
m METHODOLOGY..................................................................................................................................................................................... 39
m ABOUT .................................................................................................................................................................................................. 40
SURVEY TERM DEFINITIONS

Content Marketing: A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly
defined audience—and, ultimately, to drive profitable customer action.
Success: Success is defined as achieving your organization’s desired/targeted results.
2
WELCOME
LISA
MURTON BEETS
W elcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This
report presents the results from the B2C marketers who took our ninth annual
content marketing survey.
Research Director
Content Marketing Institute
Our research has consistently shown that creating brand awareness is a top goal for
B2C content marketing. However, many of this year’s survey respondents also reported
strong concern for using content to solidify existing relationships (see page 13).
ANN
HANDLEY
Partner/CCO Content that can be effective at building loyalty takes many shapes and forms today,
MarketingProfs for example:
• Videos and social media stories that entertain

• In-person events that create a sense of community and belonging
• Podcasts that inspire
• Live or virtual experiences that evoke emotion
• Articles, guides, newsletters, etc., that provide information
Obviously, the list goes on. The point is, that while driving people to content is critical,
giving them reasons to keep coming back will grow long-term success!
3
KEY FINDINGS
B2C content If last year was Using content to A strong Sponsored content
marketing budgets any indication, build customer commitment to on social media
are on this rise B2C marketers will loyalty is top-of- content marketing is the top method
increase spending mind shows in overall of paid content
Fifty-seven percent of B2C on content creation results distribution
marketers surveyed expect in 2019 Eighty-one percent of B2C
their content marketing marketers surveyed agree B2C marketers who say Social media tops the list of
budget to increase in 2019 Among respondents their organizations are their organizations are paid methods B2C marketers
compared with 2018. Of who increased content concerned with creating extremely/very committed use to distribute content. Of
that group, 29% expect it to marketing spending in the content that builds loyalty to content marketing report the 68% of respondents who
increase by more than 9%. last 12 months, 56% did with existing clients/ a higher level of overall use paid methods, three out
so in the area of content customers. Of that group, content marketing success of four (77%) use sponsored
creation, making it the top 52% agreed “strongly” and than their less committed content on social media.
area of increased spending. 29% agreed “somewhat.” peers; they’re also more
likely to report they’ve
used content marketing
successfully to reach goals
such as educating the
audience and building
customer loyalty.
4
KEY FINDINGS
Differences Between B2C Marketers by Organization’s Commitment to Content Marketing
Most Committed All Respondents Least Committed
Overall approach to content marketing is extremely/very successful 40% 28% 8%

Strongly agrees there is content marketing buy-in from the highest levels in
49% 37% 16%
their organization
Has a documented content marketing strategy 39% 33% 22%
Measures content marketing ROI 58% 57% 55%

Is extremely/very proficient with using the content marketing metrics their team
40% 32% 16%
has selected
Strongly agrees organization is concerned with creating content that builds
63% 52% 34%
loyalty with existing clients/customers
Somewhat agrees organization is concerned with creating content that builds
21% 29% 45%
loyalty with existing clients/customers
Has used content marketing successfully to build loyalty with existing customers in
68% 63% 51%
last 12 months
Uses educational content to nurture audience 73% 71% 67%
Has used content marketing successfully to educate audience in last 12 months 72% 65% 53%
Uses paid methods to distribute content for content marketing purposes 66% 68% 71%
Chart term definitions: The “most committed” respondents are those who describe their organization’s commitment level to content marketing as extremely or very committed. The “least committed” describe it as somewhat or not very
committed. None of the respondents said their organization was “not at all” committed.
Base: B2C content marketers.
B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs
5
SUCCESS, MATURITY
& COMMITMENT
6
SUCCESS, MATURITY & COMMITMENT
74% of B2C content marketers say their organization’s content marketing is much/somewhat
more successful compared with one year ago.
How B2C Marketers Rate Their How B2C Marketers Rate Their
Organization’s Overall Level Organization’s Content Marketing Success
of Content Marketing Success Compared With One Year Ago
1% 3%
3% 0%
17% ■ Extremely Successful Much More Successful

19% ■
25% ■ Very Successful Somewhat More Successful

23%
■
■ Moderately Successful ■ About the Same
■ Minimally Successful ■ Somewhat Less Successful
■ Not At All Successful Much Less Successful
54% 55% ■
Note: The survey defined success as achieving your organization’s desired/targeted results.
Base: B2C content marketers; aided list.
B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/
MarketingProfs
B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/
MarketingProfs
7
As an organization grows in content marketing maturity, its success is likely to increase.
How B2C Marketers Rate Their SOPHISTICATED

Organization’s Content Marketing Maturity Level Providing accurate measurement to the business, scaling
across the organization
31% MATURE
Finding success, yet challenged with integration across
27% the organization
26%
ADOLESCENT
Have developed a business case, seeing early success,
11% becoming more sophisticated with measurement and
scaling
5%
YOUNG
SOPHISTICATED MATURE ADOLESCENT YOUNG FIRST STEPS Growing pains, challenged with creating a cohesive
strategy and a measurement plan
FIRST STEPS
Doing some aspects of content, but have not yet begun to
make content marketing a process
8
64% of B2C content marketers report their organization is extremely/very committed to

content marketing.
CMI/MarketingProfs’ annual research

How B2C Marketers Rate Their
Organization’s Commitment to Content Marketing consistently shows that a strong commitment
43% to content marketing often yields a higher
level of overall success.
31%
21%
5%
0%
EXTREMELY VERY SOMEWHAT NOT VERY NOT AT ALL
COMMITTED COMMITTED COMMITTED COMMITTED COMMITTED
9
STRATEGY & OPINIONS
10
STRATEGY & OPINIONS
33% of B2C marketers surveyed have a documented content marketing strategy.
A documented content marketing strategy

Proportion of B2C Marketers is often a key indicator of content marketing
With a Content Marketing Strategy success; however, only one out of three B2C
marketers surveyed possess one.
41%
33%
22%
4%
YES, YES, NO, BUT PLAN NO, WITH

AND IT IS BUT IT IS NOT TO WITHIN NO PLANS
DOCUMENTED DOCUMENTED 12 MONTHS IN 2018
11
STRATEGY & OPINIONS
B2C marketers say the top benefit of a documented content marketing strategy is that it aligns
the team around a common mission/goals.
Benefits of a Documented B2C Content Marketing Strategy
Aligns team around common mission/goals 77%

Keeps team focused on documented priorities 65%
Makes it easier to determine which 65%
types of content to develop
Creates accountability 61%

Helps team allocate resources
to optimize desired results 56%
Provides clarity on targeted audience(s) 56%
Makes it easier to identify which 53%
metrics to focus on
Yields more accurate budgetary information 16%
Other benefits 4%
0 20 40 60 80 100
Base: B2C content marketers who have a documented content marketing strategy. Aided list; multiple responses permitted.
12
STRATEGY & OPINIONS
81% of B2C marketers agree their organization is concerned with creating content that builds
loyalty with existing clients/customers.
B2C Marketers’ Opinions About

Content Marketing in Their Organization
Our organization is concerned with
creating content that builds loyalty 52% 29% 7% 10% 2%
with existing clients/customers.
Our audience views our organization as

a credible and trusted resource. 51% 30% 13% 6% 0%
Our organization values creativity and

craft in content creation and production. 39% 40% 14% 5% 2%
There is content marketing buy-in from

the highest levels in our organization. 37% 32% 15% 11% 5%
Our organization places importance
on building relationships with influencers 30% 39% 14% 12% 5%
(e.g., brand advocates, journalists).
0 20 40 60 80 100
■ Strongly Agree ■ Somewhat Agree ■ Neither Agree Nor Disagree ■ Somewhat Disagree ■ Strongly Disagree
Base: B2C content marketers who answered each statement.
13
TECHNOLOGY USE
& PROFICIENCY
14
TECHNOLOGY USE & PROFICIENCY
40% of B2C marketers describe their organization’s proficiency with the use of content
marketing technology as intermediate; another 30% describe it as novice.
B2C Marketers’ Proficiency EXPERT

With Use of Content Marketing Technology Content marketing technology is integrated across the
organization, experiencing the benefits
40%
ADVANCED
Finding success, yet challenged with integrating content
23% marketing technology across the organization
19%
INTERMEDIATE
Becoming more consistent with the use of content
9% 8%
marketing technology, seeing early success
1%
EXPERT ADVANCED INTERMEDIATE NOVICE BEGINNER UNSURE NOVICE
Growing in use of content marketing technology, but not
Base: B2C content marketers whose organizations use one or more of the listed technologies presented on the survey; aided list. using it consistently
BEGINNER
Just started using one or more content marketing
technologies
15
The top three technologies B2C marketers use to assist with managing their content marketing
efforts are social media publishing/analytics, email marketing software, and analytics tools.
Types of Technologies B2C Marketers Use to Assist

With the Management of Content Marketing Efforts
Social Media Publishing/Analytics 85%

Email Marketing Software 77%
Analytics Tools 71%
Content Creation/Optimization 55%
Content Management System (CMS) 52%
Workflow/Project Management/Editorial Calendaring 45%
Marketing Automation System 29%
Content Syndication/Promotional Tools 27%
Chatbots 12%
Integrated Content Marketing Platform (CMP) 12%
Artificial Intelligence (AI) 4%
0 20 40 60 80 100
Base: B2C content marketers whose organizations use one or more of the technologies listed. Aided list; multiple responses permitted.
16
B2C marketers say the top benefit of using content marketing technology is that it provides
better insight into how content is performing.
Benefits B2C Marketers Derive

from Using Content Marketing Technologies
Better insight into how content is performing 68%
Better insight into audience 63%
behavior/preferences
Easier content repurposing 36%
Enhanced customer experiences due
to improved interactions 36%
Improved workflow 35%
More conversions 32%
Time savings 31%
Other benefits 4%
0 20 40 60 80
Base: B2C content marketers whose organizations use one or more of the technologies listed. Aided list; multiple responses permitted.
17
AUDIENCE RESEARCH
& NURTURING
18
AUDIENCE RESEARCH & NURTURING
Social media listening, website analytics, and keyword research are the top three techniques
B2C content marketers use to research their audience(s).
Techniques B2C Marketers Use to

Research Their Target Audience for Content Marketing
Social Media Listening 70%

Website Analytics 69%
Keyword Research 64%
Database Analysis 53%
Primary Research 49%
Sales Team Feedback 47%
Secondary Research 40%
Customer Conversations/Panels 37%
AI-powered Audience Analysis 5%
Other techniques 1%
0 20 40 60 80 90
Base: B2C content marketers whose organizations research target audiences. Aided list; multiple responses permitted.
19
By January 2019, an estimated 77% of B2C marketers surveyed will be using personas.
Proportion of B2C Marketers That

Use Personas for Content Marketing Purposes
23% ■ Yes
■ No, but plan to in 2018
51% ■ No, with no plans in 2018
26%
20
B2C content marketers say they nurture their audiences primarily via email.
Content Marketing Methods B2C Marketers

Use to Nurture Their Audience
Email/Email Campaigns 80%
Educational Content 71%
Clear Calls-to-Action (CTAs) for Next Steps 55%
Offers/Incentives 53%
Storytelling/Relating to the Audience 52%
In-person Events 40%

Community Building/Audience Participation 39%
Membership Perks 19%
Predictive Technology 9%
Other Methods 1%
0 20 40 60 80 100
Base: B2C content marketers whose organizations nurture their audience. Aided list; multiple responses permitted.
21
CONTENT CREATION
& DISTRIBUTION
22
CONTENT CREATION & DISTRIBUTION
Half of B2C content marketers say their organization always/frequently uses storytelling in
its content.
Concepts B2C Marketers Take Into Account While

Creating Content for Their Organization
Prioritize the audience’s informational

needs over our sales/promotional message 66% 26% 8%
Prioritize delivering the right content to

the right audience(s) at optimal times 62% 30% 8%
Craft content based on specific

points/stages of the buyer’s journey 56% 28% 16%
Use storytelling in our content 52% 35% 13%

Partner with others on content marketing
initiatives to tap into their audience(s)
to expand our reach
31% 31% 38%
Incorporate interactive
features into our content 27% 45% 28%
■ Always/Frequently ■ Sometimes ■ Rarely/Never
Base: B2C content marketers who answered each concept; aided list.
23
The majority of B2C content marketers increased their use of audio/visual content, written
digital content, and images compared with one year ago.
How B2C Marketers Have Changed Their Use of

Content Types/Formats Compared With One Year Ago
Audio/Visual Content
(e.g., videos, livestreaming, webinars) 69% 25% 6%
Written Digital Content

(e.g., articles, blogs, ebooks) 64% 31% 5%
Images
(e.g., infographics, photos, charts, GIFs) 63% 30% 7%
In-Person Content
(e.g., events, presentations, workshops) 37% 51% 12%
Written Print Content

(e.g., magazines, books, brochures) 30% 48% 22%
Audio-only Digital Content

(e.g., podcasts, audiobooks) 27% 63% 10%
■ Increased ■ Remained the Same ■ Decreased
Base: B2C content marketers whose organizations use each type/format listed.
24
68% of B2C content marketers surveyed say they’ve used or developed social media stories in
the last 12 months.
Other types used or

B2C Content Marketers’ Use or Development
developed in last 12
of Select Types of Content in the Last 12 Months
months:
Social Media Stories 68%
Digital Out-of-Home (DOOH)
Long-form Content Placement (16%); Games/
(e.g., in-depth articles, guides) 57%
Gamification (e.g., contests,
Video Snippets 52% badges) (14%); Dedicated
Branded Apps 26% Livestreaming Channel(s)
(10%); Experiential Content
Film (e.g., documentaries, short films) 20%
(e.g., VR/AR, immersive) (8%);
0 20 40 60 80
None of the nine types/
formats listed (7%).
Base: B2C content marketers. Aided list; multiple responses permitted.
25
69% of B2C marketers surveyed increased their use of social media for content marketing
purposes compared with one year ago; only 5% reported a decrease.
Past CMI/MarketingProfs annual

How B2C Marketers’ Use of content marketing research
Social Media for Content Marketing has consistently identified
Has Changed Compared with One Year Ago Facebook, Twitter, LinkedIn,
YouTube, and Instagram as the
3%
5% top social media platforms B2C
content marketers use.
■ Increased
23% ■ Remained the Same Instead of inquiring this year
Decreased about specific platforms, we
69%
■
■ Unsure asked if issues such as changes

in social media algorithms and
data privacy had led content
marketers to decrease their use
of social media. We found no
Base: B2C content marketers whose organizations have used social media for content marketing for at least one year.
signs of slowing down, with only
B2C Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs 4% of B2C marketers reporting a
decrease in use.
26
68% of B2C content marketers surveyed use paid methods to distribute content.
Proportion of B2C Marketers Last year’s CMI/MarketingProfs

annual content marketing
That Have Used Paid Methods to research (as reported in the 2018
Distribute Content in the Last 12 Months version of this report) found that
social media platforms, email,
4% and blogs were the top three
formats B2C marketers used to
distribute content.
■ Yes
28% ■ No This year, we asked respondents
Unsure
68%
■ if they use paid methods to
distribute content. The majority
said yes.
Base:B2C content marketers. Aided list; multiple responses permitted.
27
The top reason why B2C marketers use paid methods to distribute content is to attract a
new audience.
Reasons Why B2C Marketers

Use Paid Methods to Distribute Content
Attract a new audience 81%
Generate traffic when organic search
isn’t producing desired results
71%
Reach a niche audience 54%
Launch a new product or service 49%
Promote foundational content 40%
Give new life to old content 27%
Other reasons 1%
0 20 40 60 80 100
Base: B2C content marketers whose organizations have used paid methods to distribute content in the last 12 months. Aided list; multiple
responses permitted.
28
Sponsored content on social media is the top paid method respondents use to distribute
content.
Types of Paid Content Distribution

Methods B2C Marketers Use
Sponsored Content—on social media 77%
Search Engine Marketing (SEM)/
Pay-per-Click 63%
Banner Ads Promoting Your Content
(e.g., ebook, webinar) 46%
Native Advertising 43%
Sponsored Content—on websites
other than your own 33%
Partner Emails Promoting Your Content 26%
(e.g., ebook, webinar)
Content Recommendation Engines 20%
Other 1%
0 20 40 60 80
Base: B2C content marketers whose organizations used paid methods in the last 12 months. Aided list; multiple responses permitted.
29
BUDGETS & SPENDING
30
BUDGETS & SPENDING
B2C content marketers increased spending on content creation more so than other areas of
content marketing in the last 12 months.
Areas Where B2C Content Marketers The top three skills

Increased Spending in the Last 12 Months they’re looking for?
© Marketing............... 70%
© Business/Strategy..... 39%
Content Creation 56%
© Journalism ............ 31%
Paid Content Distribution 37%
Base: Respondents who
Content Marketing Staff 34% increased spending on content
marketing staff.
Content Marketing Technology 34%
Content Marketing Outsourcing 23%
Unsure 11%
0 20 40 60
Note: 12% of respondents indicated their organization did not increase content marketing spending in the last 12 months.
Base: B2C content marketers whose organizations increased spending in the last 12 months. Aided list; multiple responses permitted.
31
BUDGETS & SPENDING
57% of B2C marketers expect their content marketing budget to increase in 2019.
B2C Marketers’ Expected Change

in 2019 Content Marketing Budget
Compared With 2018
0%
11% ■ Increase 1% to 9%
3% ■ Increase More than 9%
28% ■ Stay the Same
■ Decrease 1% to 9%
29% ■ Decrease More than 9%
29% ■ Unsure
32
GOALS & METRICS
33
GOALS & METRICS
B2C marketers have used content marketing successfully over the last 12 months to create
brand awareness, build credibility/trust, educate audience(s), build loyalty with existing
customers, and more.
Goals B2C Marketers Have Achieved by Using

Content Marketing Successfully in Last 12 Months
Create brand awareness 79%
Build credibility/trust 67%
Educate audience(s) 65%
Build loyalty with existing clients/customers 63%
Generate demand/leads 57%
Generate sales/revenue 52%
Build a subscribed audience 45%
Nurture subscribers/audience/leads 42%
Support the launch of a new product 40%
Drive attendance to one or more in-person events 33%
0 20 40 60 80 100
Note: 1% said none of the above.
34
GOALS & METRICS
57% of B2C content marketers report their organization measures content marketing ROI.
Proportion of B2C Marketers

That Measure Content Marketing ROI
11%
■ Yes
■ No
32% 57% ■ Unsure
Base: B2C content marketers.
35
GOALS & METRICS
32% of B2C respondents say their teams are extremely/very proficient with using the metrics
they’ve selected to monitor content marketing performance.
How B2C Content Marketers Rate There are many metrics and techniques
Their Proficiency With Using Selected Metrics available for measuring content marketing
results. The key is to identify the metrics that
2%
will yield the most meaningful insights based
on specific goals.
26% 32% ■ Extremely/Very Proficient
■ Somewhat Proficient This chart shows how proficient B2C content
■ Not Very/Not At All Proficient marketers say their teams are with using the
■ Unsure
40% metrics they’ve selected. Those reporting low
proficiency may have a need for additional
resources, or the metrics used may need to be
reevaluated.
Base: B2C content marketers whose organizations use metrics to measure content marketing performance; aided list.
36
ISSUES OF IMPORTANCE
37
ISSUES OF IMPORTANCE
B2C marketers say changes to SEO/search algorithms is a top content marketing issue of
importance to their organization.
Content Marketing Issues That Were Important

to B2C Organizations in 2018
Changes to SEO/search algorithms 63%
Changes to social media algorithms 59%
Content marketing as a revenue center 44%
Data privacy/regulations 30%
Staffing/human resources 30%
Public’s trust issues with media 24%
Preparing content for voice search 22%
AI technologies 19%
Content security (e.g., encryption, ID theft) 19%
Unsure 4%
Other 1%
0 20 40 60 80
38
METHODOLOGY
B2C Content Marketing 2019: Benchmarks, Budgets, and Trends was produced by Content Marketing Institute and MarketingProfs.
The ninth annual CMI/MarketingProfs content marketing survey, from which the results of this report were generated, was mailed electronically to a sample of
marketers using lists from Content Marketing Institute, MarketingProfs, The Association for Data-driven Marketing & Advertising (ADMA), WTWH Media, and UBM
Technology Group.
A total of 1,947 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—replied to the survey during June
and July 2018. This report presents the findings from the 299 respondents who indicated their organization is for-profit, primarily selling products/services to
consumers (B2C) or to both businesses and consumers (B2B and B2C), with the percentage of B2C business exceeding 50%.
Additional reports based on the annual survey are available at www.contentmarketinginstitute.com/research.
Size of B2C B2C Note: This year’s methodology

Geographic Location Company B2C Content Marketing Industry
differs from prior years. This year,
of B2C Company (by Employees) Job Title/Function Classification

we qualified respondents based
on whether their organization has
been using content marketing for
10% 12% at least one year, and whether
19% 22% 8%
they are a content marketer,
2% 30% 34% 12%
36% someone who is involved with the
5% 11%
59% content marketing function, and/
6% 24% 12% or someone to whom content
9% 24% 17% 6% marketing reports.
18% 10%
7% 7%
■ United States ■ Micro (Fewer than 10 Employees) ■ Marketing/Advertising/ ■ Retail/Ecommerce

■ Australia ■ Small (10-99 Employees) Communications/PR Management ■ Education
■ Content Creation/Management ■ Financial Services
■ India ■ Midsize (100-999 Employees)
(Writer/Creative Director/Editor) ■ Agency
■ Canada ■ Large (1,000+ Employees)
■ Corporate Management (Content Marketing, Advertising, Digital, PR)
■ United Kingdom
(CEO/Owner/President/CMO/CCO) ■ Healthcare/Medical/Pharmaceuticals
■ Other Locations
■ Marketing—Staff/Support/Administration) ■ Technology/IT/Software/Hardware
■ General Management (GM, VP)
■ Travel/Tourism/Hospitality
■ Other
■ Other
39
ABOUT
Thanks to all the survey participants and distribution partners and to everyone who helps disseminate these
findings throughout the content marketing industry.
About Content Marketing Institute

Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract
and retain customers through compelling, multichannel storytelling. CMI’s Content Marketing World event, the largest content marketing-focused
event, is held every September in Cleveland, Ohio, USA, and ContentTECH Summit event is held every spring. CMI publishes the quarterly magazine
Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. Watch
this video to learn more about CMI. Content Marketing Institute is organized by UBM, which in June 2018 combined with Informa PLC to become a
leading B2B information services group and the largest B2B Events organizer in the world. To learn more and for the latest news and information,
visit www.ubm.com and www.informa.com.
About MarketingProfs
MarketingProfs is the most trusted name in marketing education, giving marketers worldwide the tools and training they need to exceed their goals.
Its on-demand training, live online events, and in-person conferences help individuals, small teams, and large teams increase efficiency, productivity,
and (best of all!) revenue. Find out how learning can change your life: marketingprofs.com.
40

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B2C

CONTENT MARKETING 2019

SURVEY TERM DEFINITIONS

Success: Success is defined as achieving your organization’s desired/targeted results.

• Videos and social media stories that entertain

Differences Between B2C Marketers by Organization’s Commitment to Content Marketing

Most Committed All Respondents Least Committed

Overall approach to content marketing is extremely/very successful 40% 28% 8%

Measures content marketing ROI 58% 57% 55%

17% ■ Extremely Successful Much More Successful

25% ■ Very Successful Somewhat More Successful

As an organization grows in content marketing maturity, its success is likely to increase.

How B2C Marketers Rate Their SOPHISTICATED

64% of B2C content marketers report their organization is extremely/very committed to

CMI/MarketingProfs’ annual research

Base: B2C content marketers; aided list.

33% of B2C marketers surveyed have a documented content marketing strategy.

A documented content marketing strategy

YES, YES, NO, BUT PLAN NO, WITH

Base: B2C content marketers; aided list.

Benefits of a Documented B2C Content Marketing Strategy

Aligns team around common mission/goals 77%

Creates accountability 61%

B2C Marketers’ Opinions About

Our audience views our organization as

Our organization values creativity and

There is content marketing buy-in from

Base: B2C content marketers who answered each statement.

B2C Marketers’ Proficiency EXPERT

Types of Technologies B2C Marketers Use to Assist

Social Media Publishing/Analytics 85%

Benefits B2C Marketers Derive

Techniques B2C Marketers Use to

Social Media Listening 70%

Proportion of B2C Marketers That

Base: B2C content marketers; aided list.

Content Marketing Methods B2C Marketers

In-person Events 40%

Concepts B2C Marketers Take Into Account While

Prioritize the audience’s informational

Prioritize delivering the right content to

Craft content based on specific

Use storytelling in our content 52% 35% 13%

■ Always/Frequently ■ Sometimes ■ Rarely/Never

How B2C Marketers Have Changed Their Use of

Written Digital Content

Written Print Content

Audio-only Digital Content

■ Increased ■ Remained the Same ■ Decreased

Other types used or

Past CMI/MarketingProfs annual

■ Unsure asked if issues such as changes

Proportion of B2C Marketers Last year’s CMI/MarketingProfs

Base:B2C content marketers. Aided list; multiple responses permitted.

Reasons Why B2C Marketers

Types of Paid Content Distribution

Areas Where B2C Content Marketers The top three skills

B2C Marketers’ Expected Change

Base: B2C content marketers; aided list.

Goals B2C Marketers Have Achieved by Using

Note: 1% said none of the above.

Base: B2C content marketers. Aided list; multiple responses permitted.

Proportion of B2C Marketers